外文翻譯---消費(fèi)者個(gè)性和情境品牌選擇變化的其他因素

1、<p>　　標(biāo)題：Consumer personality and other factors in situational brand choice variation</p><p>　　原文：INTRODUCTION</p><p>　　Past research and empirical evidence indicate that indivi

2、dual behaviour varies across situations. More specifically, research into consumer behaviour has shown how individuals prefer different brands for different consumption occasions.This variation in consumer choice has bee

3、n reported for branded products such as clothing, snack foods,4 mineral water, soups and sodas, candy, fragrancesand wine. </p><p>　　Although a significant amount of research has examined drivers of situatio

4、nal variation, past studies almost exclusively focused on product attributes and failed to establish links to brand equity dimensions in terms of the benefits desired by individuals in brands. Closing this knowledge gap

5、is important because for many product categories consumers buy brands rather than products. Accordingly, brand managers need to know how to design and deliver brand messages that are either robust across a </p>&l

6、t;p>　　BRAND BENEFITS AND CHOICE</p><p>　　In the past, marketing researchers have focused on the relationship between consumers and the product class to predict brand choice. In particular, the product att

7、ributes desired by consumers attracted researchers’ interest, but researchers generally did not distinguish between the effect caused by the brand name and the effect originating in the product in terms of attribute leve

8、l combinations. More recently, scholars have advanced the idea that the product as well as the brand name is capable </p><p>　　The theoretical and empirical literature on consumer-perceived or desired brand

9、benefits suggests classifying those benefits according to a number of basic dimensions. Multiple- item scales for assessing individual perceptions and desired brand benefits have been developed with six distinct dimensio

10、ns emerging, termed quality/performance, price/value for money, social, emotional, environmental and health benefits. Recent applications of these scales to branded consumer goods have demonstrated th</p><p>

11、;　　SITUATIONAL DRIVERS</p><p>　　According to Hornik, neither individual differences (consumer personality) nor situational factors are assumed to be of exclusive importance in predicting situational variatio

12、n in consumer behaviour. Instead, it is the person within a situational interaction that is expected to contribute most of the variance. </p><p>　　The notion that consumer states, particularly their situatio

13、nal disposition, influence consumer behaviour is widely accepted. Consumer situational dispositions are posited as significant mediators between situational stimuli and behavioural outcomes with personality traits and af

14、fective states being their antecedents. For various product categories, marketing researchers have demonstrated the effects of consumer dispositions such as individual inclination to take a risk, to seek variety and curi

15、</p><p>　　Dominating the current literature on consumer exploratory tendencies is Raju’s conceptualisation of three situational dispositions. Risk-taking describes exploratory behaviour expressed through cho

16、ices of innovative and unfamiliar alternatives that are perceived as risky. Variety-seeking is expressed through an individual’s switching within familiar alternatives, including brand switching, and an aversion to habit

17、ual behaviour. Curiosity-motivated behaviour involves exploratory information-seeki</p><p>　　Consumer-perceived risk in wine buying situations has been related to functional (quality) and social brand benefi

18、ts.Scholars have also shown consumer information-seeking (curiosity-motivated behaviour) to be related to what benefits consumers desire in wine. Examining several other branded consumer goods including soups, sodas, bee

19、r and mineral water, Van Trijp reported that in addition to individual differences in intrinsic desire for variety, expression of varietyseeking behaviour was also in</p><p>　　High-involvement decisions usua

20、lly entail a considerable degree of perceived risk in making a sub-optimal decision, a situation that hampers variety-seeking behaviour. On the other hand, for brand choices that are totally unimportant to the consumer,

21、habit-based repetitive choice behaviour is by far the most efficient heuristic, and consequently variety-seeking is not likely to occur. </p><p>　　Van Trijp et al. suggest that true variety-seeking is rooted

22、 in the need for change in an attempt to resolve the boredom associated with a brand. Different from that is variety-seeking triggered by external factors such as impression-management concerns. Indeed, researchers have

23、found that consumers incorporate more variety in</p><p>　　their brand choices when their behaviour is subject to public scrutiny because they expect others to evaluate their decision more favourably if they

24、choose variety.</p><p>　　VARIATION IN DESIRED BRAND BENEFITS AND CHOICE</p><p>　　An ample body of studies indicates that the awareness that others will observe one’s decision induces impression-

25、management concerns that lead individuals to alter their consumption choices. Experimental evidence has confirmed that reference groups influence both individual brand and product choices. The benefits desired by consume

26、rs in a brand have been found to play a role in this choice because they add to the self-expressive and symbolic value of the brand for the buyer, and thus to that buy</p><p>　　In situations where reference

27、groups are salient, purchase and consumption are thus at least partly motivated by a need for public self-presentation and impression management. Some brand benefits specifically pertain to socially visible aspects of a

28、brand, eg how classy, trendy or fashionable it is widely perceived to be or how cheap, valuefor-money it is. Accordingly, the desire to obtain or avoid these benefits ought to be greater in consumption occasions in which

29、 a reference group is salient,</p><p>　　snack brands have been found to affect choice. </p><p>　　Just as different reference groups can make different self-conceptions more salient for an indivi

30、dual,38 the absence of these groups could also influence the salience of brand benefits. In a situation where the brand is being chosen privately for self-consumption, greater salience of more self-centred benefits such

31、as emotional or health benefits might lead to differential effects on brand choice.</p><p>　　CONSUMER PERSONALITY AND BRAND CHOICE VARIATION</p><p>　　Beyond the substantial body of research indi

32、cating that the influence of others (interpersonal influence) affects individual behaviour, researchers have argued that these reference group effects will be stronger for certain more influenceable individuals, characte

33、rised by an individual difference construct sometimes called the susceptibility to interpersonal influence.</p><p>　　Consumer susceptibility to interpersonal influence has been conceptualised as a general pe

34、rsonality trait that varies across individuals and is related to other individual traits and characteristics. In his 1968 review, McGuire concluded that ‘a(chǎn) person’s relative influenceability in one situation tends to hav

35、e a significant positive relationship to his or her influenceability in a range of other social situations’.Social psychologists distinguish between informational influence, in which the gro</p><p>　　‘the ne

36、ed to identify with or enhance one’s image in the opinion of significant Others through the acquisition and use of products and brands, the willingness to conform to the expectations of others regarding purchase decisi

37、ons, and/or the tendency to learn about products and services by observing others or seeking information from others.’</p><p>　　A considerable number of articles from psychological and consumer research h

38、ave investigated the tendency of individuals to conform to group norms or to modify their judgment based upon others’ evaluations but have not addressed this influence across situations and with respect to desired benefi

39、ts and brand choice. The present research tries to close this gap and focuses on the normative component, which has been found to relate to situational effects and has been defined as the tendency to conf</p><

40、p>　　PRODUCT CATEGORY INVOLVEMENT</p><p>　　Involvement describes the mental resources an individual is willing to commit to a decision problem. Researchers have shown that consumer product category involve

41、ment significantly affects consumer decision making and have typically analysed the influence of involvement on consumer attitudes, brand preferences and perceptions. The practical relevance for brand managers stems from

42、 market segmentation studies where individuals who were predisposed to dedicate more attention and effort to a specifi</p><p>　　benefits across the board than a person who is less involved with it. It is, th

43、erefore, expected that consumer involvement will be positively correlated with many, if not all, salient brand benefits.</p><p>　　DEMOGRAPHIC AND BEHAVIOURAL FACTORS</p><p>　　Historically, brand

44、 managers have had a strong interest in linking observable consumer characteristics to choice behaviour in order to develop actionable marketing strategies. While past studies tied unobservable variables including suscep

45、tibility to interpersonal influence and consumer disposition to consumer demographics, the current research explicitly examines selected demographic and behavioural variables as potential drivers of situational variation

46、 in desired brand benefits and choice. Th</p><p>　　DISCUSSION</p><p>　　While past research demonstrated variation in individual behaviour69 and specifically in consumer brand preferences across

47、situations, little is known in terms of defining the drivers of corresponding effects. The present research attempts to close this gap in order to assist brand managers in designing and managing brands that are either ro

48、bust across consumption occasions or tailored towards a particular situation. Building upon and extending past studies suggesting consumer personality,situat</p><p>　　disposition, demographic and behavioural

49、 drivers of situational variation, and integrating research identifying relevant consumption occasions, reference groups, and brand benefits for wine, data were collected from a consumer sample in one general session and

50、 three consumption scenarios typical for wine. The findings of this study confirm that individual choice of brands varies across three situations. This variation can be attributed to the variations in brand benefits that

51、 consumers desire wh</p><p>　　These findings are important for several reasons. First, they provide a new explanation to supplement earlier accounts of variations in individual behaviour across situations, s

52、pecifically brand choice.The results demonstrate that when consumers know what group of others will observe their behaviour (eg friends), their</p><p>　　choice will adjust accordingly. Because the perceived

53、norms of behaviourally relevant reference groups influence brand choice, more attention needs to be given to the social context in which past studies were conducted. By confirming that the salience of different reference

54、 groups induces variation in impression-management concerns, leading individuals to alter their choices, this study is in line with past suggestions.</p><p>　　Secondly, beyond simply confirming that variatio

55、n exists in consumer brand choice, this research identifies drivers of differential brand choice. Initially, the benefits consumers desire in a brand were found to be a useful concept for explaining their choice. Using p

56、ooled data across situations as well as for each situation separately, the six benefits dimensions included in the model were found to be useful predictors of brand choice. More robust brand designs emerged showing benef

57、its patterns</p><p>　　出處：ULRICH R. ORTH. Consumer personality and other factors in situational brand choice variation[J]. BRAND MANAGEMENT. 2005. 13(2), pp.115-133</p><p>　　標(biāo)題：消費(fèi)者個(gè)性和情境品牌選擇變化的其他因

58、素</p><p><b>　　譯文：</b></p><p><b>　　介紹</b></p><p>　　過(guò)去的研究與實(shí)例表明,個(gè)人行為在不同環(huán)境下是各式各樣的。更確切地說(shuō)，對(duì)消費(fèi)者個(gè)人消費(fèi)行為的研究展示了其個(gè)體在不同消費(fèi)環(huán)境下選擇不同品牌的傾向。這種消費(fèi)者選擇差異已經(jīng)向服裝、快餐食品,礦泉水、湯類和蘇打水、糖果、香料

59、和酒等品牌產(chǎn)品進(jìn)行了報(bào)道。</p><p>　　盡管大量的研究已經(jīng)調(diào)查了司機(jī)的變化,過(guò)去的研究幾乎完全集中于產(chǎn)品屬性并未能根據(jù)獨(dú)特品牌的利益需求建立品牌價(jià)值規(guī)模。因?yàn)樵S多產(chǎn)品類別消費(fèi)者買品牌而不是產(chǎn)品，所以掌握這類知識(shí)是很必要的。因此,品牌經(jīng)理需要知道在幾個(gè)穩(wěn)定的消費(fèi)場(chǎng)合或特別定制的特色場(chǎng)景中如何設(shè)計(jì)并提供品牌信息以更勝過(guò)一般的品牌設(shè)計(jì)。本研究的長(zhǎng)期目標(biāo)旨在更好的理解消費(fèi)者—場(chǎng)景—品牌三者在消費(fèi)者做出選擇時(shí)的相互

60、作用。更直接的目標(biāo)集中于調(diào)查在明顯不同的消費(fèi)場(chǎng)合對(duì)消費(fèi)者的個(gè)性和其他因素怎樣影響品牌效益和選擇欲望。主要的假設(shè)是, 消費(fèi)者特性與環(huán)境特點(diǎn)的相互作用影響了消費(fèi)者對(duì)品牌的欲望,所以他們做出了選擇。</p><p><b>　　品牌效益和品牌選擇</b></p><p>　　在過(guò)去，市場(chǎng)調(diào)研人員集中于消費(fèi)者與產(chǎn)品品質(zhì)之間的關(guān)系，以用來(lái)預(yù)測(cè)消費(fèi)者對(duì)品牌的選擇.尤其是消費(fèi)者對(duì)產(chǎn)

61、品屬性的渴望吸引了研究人員的興趣，但研究人員一般都沒(méi)有區(qū)別品牌名稱引起的效益和起源于按照品質(zhì)產(chǎn)品制作的不同影響。最近，學(xué)者的先進(jìn)理念是：產(chǎn)品和品牌名稱一樣，是對(duì)消費(fèi)者起好作用的幾個(gè)形態(tài)。</p><p>　　消費(fèi)者認(rèn)知或品牌效益在理論和實(shí)證文獻(xiàn)上指出這些利益的分類是基于一系列基本規(guī)格的。根據(jù)評(píng)估個(gè)人期望和品牌效益的多產(chǎn)品的銷售規(guī)模，已經(jīng)呈現(xiàn)了如下六個(gè)明顯的規(guī)模：質(zhì)量/性能比，價(jià)格/金錢，社交，情緒，環(huán)境和健康價(jià)值

62、。在近期對(duì)于品牌客戶物品的銷售中證實(shí)購(gòu)物的基本標(biāo)準(zhǔn)對(duì)于評(píng)估品牌形象確定品牌地位和預(yù)計(jì)消費(fèi)者的消費(fèi)傾向非常合適。然而，將此應(yīng)用于預(yù)計(jì)消費(fèi)者的傾向，觀察對(duì)于市場(chǎng)營(yíng)銷中強(qiáng)大的可變的利益因素和那些難以察覺(jué)的傾向和態(tài)度，至今沒(méi)有學(xué)者發(fā)現(xiàn)這一現(xiàn)象。</p><p><b>　　情景動(dòng)因</b></p><p>　　據(jù)Hornik理論，無(wú)論個(gè)體差異（消費(fèi)者的個(gè)性），還是假設(shè)情境因素

63、，都將無(wú)法在預(yù)測(cè)消費(fèi)者行為的情境變化擁有各自的重要性。相反，它是指在一個(gè)情境的互動(dòng)，預(yù)計(jì)將有助于大多數(shù)人的變化。</p><p>　　美國(guó)消費(fèi)者的觀念,特別是他們的情景的性格,影響消費(fèi)者行為被廣泛地接受了。消費(fèi)者情景布置被假定在情境刺激和人格特征和情感表達(dá)先例的行為結(jié)局中作為重要介質(zhì)。由于多種產(chǎn)品種類，市場(chǎng)營(yíng)銷研究人員已經(jīng)證明形象消費(fèi)者布置的因素有如下幾點(diǎn)：個(gè)人傾向采取風(fēng)險(xiǎn)，尋求收購(gòu)品種和品牌轉(zhuǎn)換行為。例如,米歇

64、爾和Greatorex強(qiáng)調(diào)承擔(dān)風(fēng)險(xiǎn)的重要性和尋求消費(fèi)者選擇的葡萄酒品牌的變化。</p><p>　　Raju的建立理論化的三個(gè)情景部署主導(dǎo)關(guān)于消費(fèi)者探索性傾向的相關(guān)文獻(xiàn). 《Risk-taking》描述了通過(guò)創(chuàng)新和不熟悉的替代選擇探索性行為表達(dá),被看作是危險(xiǎn)的?！禫ariety-seeking》表示對(duì)個(gè)體熟悉的備選方案的交換:包括品牌轉(zhuǎn)換,習(xí)慣性行為厭惡?！禖uriosity-motivated behavior

65、》包括探索性的資訊尋求、人際傳播與購(gòu)物。</p><p>　　消費(fèi)者認(rèn)為購(gòu)買酒的情景風(fēng)險(xiǎn)已經(jīng)與功能(質(zhì)量)的和社會(huì)的品牌效益有關(guān)。學(xué)者還展示了消費(fèi)者尋求資訊與消費(fèi)者傾向什么酒有關(guān)。調(diào)查其他幾個(gè)品牌的消費(fèi)品，包括湯，汽水，啤酒，礦泉水，Trijp報(bào)告說(shuō)，除個(gè)別品種差異的內(nèi)在愿望，尋求各種行為表現(xiàn)也受品牌相關(guān)因素的影響</p><p>　　高參與決策通常需要相當(dāng)程度的風(fēng)險(xiǎn)束縛,這種情況決定多種

66、尋求行為。另一方面，不重要的消費(fèi)者對(duì)于品牌的選擇，重復(fù)的愛(ài)好選擇行為是目前最有效的啟發(fā)，因此尋求新品種不太可能發(fā)生。</p><p>　　Van Trijp et al.建議,真正的多種需求是根植于嘗試解決與品牌有關(guān)系的難題。事實(shí)上，研究人員發(fā)現(xiàn)，消費(fèi)者在他們的品牌整合更多元化的選擇時(shí)，他們的行為受到公眾監(jiān)察，因?yàn)樗麄兤谕绻麄冞x擇新品種別人會(huì)更贊同。</p><p>　　品牌效益和選擇

67、的多種傾向</p><p>　　充足的研究表明，知名度是其他人觀察一個(gè)人的決定引起的管理印象關(guān)注導(dǎo)致個(gè)人改變他們的消費(fèi)選擇。實(shí)驗(yàn)證據(jù)證實(shí)參考團(tuán)體同時(shí)影響個(gè)人品牌和產(chǎn)品的選擇。那些被消費(fèi)者在品牌中所期望的利益已經(jīng)被發(fā)現(xiàn)在這種選擇中發(fā)揮的作用，因?yàn)樗鼈冊(cè)黾恿藢?duì)買家的自我表現(xiàn)和象征價(jià)值，從而致力于印象管理作用。巴特拉和荷馬進(jìn)一步證明這種信仰對(duì)目的和實(shí)際行為比品牌潛意識(shí)態(tài)度有更大的影響。</p><p

68、>　　在參考群體顯著的情況下,購(gòu)買和消費(fèi)部分的動(dòng)機(jī)至少需要社會(huì)行為和印象管理。某品牌效益特別屬于社會(huì)可見的方面,例如廣泛被認(rèn)為是便宜,或者是金錢的價(jià)值如何使品牌優(yōu)雅,新潮或時(shí)尚。 相應(yīng)地,渴望獲得或避免這些效益應(yīng)當(dāng)有更大的參考群體在引人注目的需要印象管理的更高的消費(fèi)場(chǎng)合。以往的研究表明, 衣服的社會(huì)品牌效益在能看到別人穿著結(jié)果的情況下很重要。同樣的,高效益的社會(huì)和價(jià)值的消費(fèi)者已發(fā)現(xiàn)影響零食品牌的選擇。</p><

69、;p>　　就像不同的參考群體對(duì)一個(gè)人有不同的更加突出的自我概念,沒(méi)有這些團(tuán)體也可以影響凸現(xiàn)出來(lái)的品牌效益。在品牌正在根據(jù)自我概念被私底下選擇出來(lái)的情況下,更多的自我中心福利如情感和醫(yī)療福利可能導(dǎo)致對(duì)品牌的選擇有不同的作用。</p><p>　　消費(fèi)者人格和品牌選擇的多樣化</p><p>　　在大量的對(duì)他人影響的研究主體干擾個(gè)人行為之外，研究調(diào)查者提出這些參照組的影響將遠(yuǎn)遠(yuǎn)的大于權(quán)威

70、個(gè)體影響的作用，這種具備個(gè)體影響結(jié)構(gòu)的體征時(shí)而被稱為人際影響敏感度。</p><p>　　消費(fèi)者對(duì)人際影響活動(dòng)已經(jīng)作為一種普遍的人格特征,對(duì)于個(gè)人和與其他個(gè)人特性和特點(diǎn)。1968年報(bào)道中McGuire認(rèn)為一個(gè)人對(duì)親戚的影響能力，對(duì)他或她在其他社交場(chǎng)合的影響能力傾向于明顯的積極的。社會(huì)心理學(xué)家區(qū)分信息影響力中, 在組的標(biāo)準(zhǔn)和規(guī)范下組提供了有關(guān)導(dǎo)致問(wèn)題，規(guī)范影響和動(dòng)機(jī)濾網(wǎng)的信息。Bearden報(bào)道一個(gè)發(fā)展的二維量表測(cè)

71、試 比如人際影響表達(dá)能力,包括規(guī)范資訊維度。作者給此下的定義：</p><p>　　需要認(rèn)同或提高個(gè)人的形象根據(jù)其他人通過(guò)收購(gòu)和使用產(chǎn)品品牌的重要見解，消費(fèi)者愿意購(gòu)買符合關(guān)于別人的購(gòu)買決策期望和了解產(chǎn)品的傾向和其他人觀察服務(wù)或征求他人意見。</p><p>　　相當(dāng)數(shù)量的心理上的文章和消費(fèi)者消費(fèi)者調(diào)查者已經(jīng)調(diào)查個(gè)人與團(tuán)體規(guī)范或基于別人的評(píng)估修改他們的判斷傾向，但是沒(méi)有尊重在不同情境中所需要

72、的效益和品牌選擇的影響。此研究試圖縮小此差距并且重點(diǎn)集中于已經(jīng)被發(fā)現(xiàn)的情境影響和定義為趨勢(shì)，符合別人期望的規(guī)范組成部分。</p><p><b>　　產(chǎn)品類別投入</b></p><p>　　參與描述是愿意承諾一個(gè)決策問(wèn)題的個(gè)人精神資源。研究人員發(fā)現(xiàn)，消費(fèi)類產(chǎn)品的參與顯著影響消費(fèi)者的決策并分析了典型的參與的品牌偏好和觀念對(duì)消費(fèi)者的態(tài)度影響。品牌經(jīng)理人的市場(chǎng)分割實(shí)際意義

73、源于個(gè)體傾向于把更多的注意力和精力來(lái)決定一個(gè)特定的問(wèn)題（即一個(gè)品牌的選擇），發(fā)現(xiàn)會(huì)更愿意尋求更大的價(jià)值。舉個(gè)例子，Quester和Smart報(bào)告認(rèn)為愛(ài)喝酒的消費(fèi)者對(duì)酒的質(zhì)量通常的比較少喝酒的消費(fèi)者更最嚴(yán)格。在品牌管理方面，這將意味著，如果一個(gè)人非常了解產(chǎn)品類別，那么這個(gè)人很可能比較少涉及產(chǎn)品類別的人會(huì)尋求更大的全線品牌的利益。因此，預(yù)計(jì)消費(fèi)者的許多參與將顯著增加，不然的話不會(huì)突出品牌效益。</p><p>　　人

74、口統(tǒng)計(jì)學(xué)和行為因素</p><p>　　從歷史上的觀點(diǎn)來(lái)講，品牌經(jīng)理人都對(duì)消費(fèi)者的消費(fèi)行為有著強(qiáng)烈的興趣以至于發(fā)展他們的可行的市場(chǎng)策略。</p><p>　　雖然過(guò)去的研究包含不可觀察的變數(shù)，包括人際敏感性和消費(fèi)傾向的影響消費(fèi)者的統(tǒng)計(jì)資料，明確了當(dāng)前研究探討選定為情境變化的潛在驅(qū)動(dòng)因素選擇期望的品牌效益和統(tǒng)計(jì)資料和行為變量。這些變量包括消費(fèi)者年齡，性別和葡萄酒的購(gòu)買行為（購(gòu)買頻率，每瓶葡萄

75、酒的支出和支出）。</p><p><b>　　討論</b></p><p>　　從歷史上的觀點(diǎn)來(lái)講，品牌經(jīng)理人都對(duì)消費(fèi)者的消費(fèi)行為有著強(qiáng)烈的興趣以至于發(fā)展他們的可行的市場(chǎng)策略。雖然過(guò)去的研究包含不可觀察的變數(shù)，包括人際敏感性和消費(fèi)傾向的影響消費(fèi)者的統(tǒng)計(jì)資料，明確了當(dāng)前研究探討選定為情境變化的潛在驅(qū)動(dòng)因素選擇期望的品牌效益和統(tǒng)計(jì)資料和行為變量。這些變量包括消費(fèi)者年齡，

76、性別和葡萄酒的購(gòu)買行為（購(gòu)買頻率，每瓶葡萄酒的支出和支出）。雖然過(guò)去的研究證明個(gè)人行為的在變化和特別是在不同情境下消費(fèi)者對(duì)品牌的偏好變化，很少有人知道依據(jù)相應(yīng)的驅(qū)動(dòng)影響。本研究試圖彌補(bǔ)這一差距是為了在強(qiáng)勁的消費(fèi)場(chǎng)合或通過(guò)對(duì)某一特別場(chǎng)景量身定做的情況下協(xié)助設(shè)計(jì)和管理品牌的品牌經(jīng)理。建設(shè)和擴(kuò)展以前研究中表明的消費(fèi)者個(gè)性，情境處置，人口和情境變化和不同情境行為動(dòng)因并整合研究，確定相關(guān)的消費(fèi)場(chǎng)合參考群體，以及葡萄酒的品牌效益，這是在一個(gè)一般性會(huì)

77、議和三個(gè)場(chǎng)景的葡萄酒消費(fèi)典型的消費(fèi)者樣本收集的數(shù)據(jù)。本研究的結(jié)果證實(shí)，在三個(gè)不同場(chǎng)景下個(gè)人選擇品牌的情況不相同。這種變化可以歸因于品牌效益的變化，消費(fèi)者的購(gòu)買意愿與消費(fèi)者的個(gè)性，情境布置，人口和行為因素有關(guān)。</p><p>　　這些是幾個(gè)重要的發(fā)現(xiàn)原因。首先，他們提供了一個(gè)新的解釋，以補(bǔ)充不同情境的個(gè)人行為，特別是品牌選擇的變化。結(jié)果表明，當(dāng)消費(fèi)者知道什么樣的人將觀察他們的行為（例如：朋友），他們的選擇將進(jìn)行相

78、應(yīng)的調(diào)整。由于有關(guān)行為上的自覺(jué)規(guī)范參照群體影響品牌的選擇，所以過(guò)去的研究進(jìn)行更需要在社會(huì)背景中給予關(guān)注， 不同的參照群體的明顯傾向印象管理的關(guān)注變化，領(lǐng)導(dǎo)個(gè)人改變他們的選擇，這項(xiàng)研究是與以往的建議一致的證明。</p><p>　　其次，不僅僅是確認(rèn)消費(fèi)者品牌選擇的變化，本研究還確定了不同品牌的選擇的動(dòng)因順序。最初，一個(gè)品牌消費(fèi)者欲望的好處被發(fā)現(xiàn)，這使用來(lái)解釋他們的選擇變化的非常有用的概念在不同情境中使用的數(shù)據(jù)得出

79、這些以及個(gè)別的實(shí)際情況，影響對(duì)品牌選擇的六個(gè)利益維度被發(fā)現(xiàn)，包括在模型中是有用的預(yù)測(cè)因子。更強(qiáng)大的品牌設(shè)計(jì)展示出了利益分割的情況一致，而其他品牌在不同利益分割說(shuō)明其更容易受到情境的變化。更重要的是，消費(fèi)者在被發(fā)現(xiàn)在不同的場(chǎng)合尋求不同的品牌。特別地，參照組傾向于有高質(zhì)量和更高的社會(huì)口碑的品牌的情況。在自我消費(fèi)的情況下，個(gè)體與給他人消費(fèi)的場(chǎng)合下尋找更高性價(jià)比，情緒化利益更好的環(huán)境和更多的健康價(jià)值。因此,預(yù)期的利益變化被確認(rèn)為是一種主要?jiǎng)右蛲?/p>